Since 2005, We've Said No to 2,340 Projects. Here's Why.
Because reputation is more valuable than revenue. And honesty is more profitable than a quick sale.
A woman in Bay View called us in 2023. Three contractors had told her she needed a new roof. The quotes ranged from $18,000 to $24,000. She was starting to panic.
John Holland spent forty-five minutes on her roof with a camera. He came down and said, "You have a flashing problem around your chimney. It's a $1,200 repair. Your roof has another ten years in it, easy."
She asked why the other contractors said she needed replacement. John paused. "Because they make more money on replacements. But I live on Cambridge Avenue. I see your house every day. Would I tell my own mother she needs a new roof when she doesn't?"
That no cost us $20,000. And it was worth every penny.
Because three years later, Maria Martinez still waves when she drives past our office. She tells her neighbors about us. And when she does need a new roof—probably around 2030—there isn't even a question who she'll call.
This is why we say no. Not because we don't want the work. But because we want to sleep at night. And we want you to sleep at night too.
The Mother Test
"Would we put this on our mother's house?"
Every decision at Holland Exteriors goes through this filter. If we wouldn't recommend it to our own mother—if we wouldn't install it on our mother's house—we won't recommend it to you.
What We Say No To:
- ✗Unnecessary roof replacements when repairs will do
- ✗Budget materials that won't last through Wisconsin winters
- ✗Projects outside our expertise where another contractor would serve you better
- ✗Rush jobs during weather conditions that would compromise quality
- ✗Shortcuts that save money today but cost thousands in five years
What We Say Yes To:
- ✓Roofs that will last 25+ years in Wisconsin weather
- ✓Honest assessments even when it costs us revenue
- ✓Emergency calls at 3 AM because that's when emergencies happen
- ✓Premium materials and installation that justify the investment
- ✓Telling you what you need, not what makes us the most money
Why This Makes Business Sense
Referrals
80% of our business comes from referrals. Honesty pays better than advertising.
Reputation
We've been in business 20 years because customers trust us. That's worth more than any single sale.
Longevity
We still get Christmas cards from 2006 customers. Long-term relationships beat quick sales.
Growth
We've grown every year since 2005. Sustainable growth comes from doing right, not doing more.
The Question We Ask
"Would we put this on our mother's house?"
If the answer is no, we won't put it on yours. It's that simple.
This isn't a marketing slogan. It's our operating principle. And it's why 80% of our customers come from referrals. When you treat people honestly, they tell their neighbors. When you treat them like a transaction, they warn their neighbors.
Ready to Work With a Company That Says No?
We'll tell you what you need. Not what makes us the most money. That's a promise.